Abstract

Over the last few decades, design has started to be implemented in increasingly complex levels; however, there are still challenges to the application of design by virtue of the limited vision that many corporations still have about its benefits. For this reason, Design Management (DM) is seen as a challenge because it seeks to coordinate design practices in an integrated manner at strategic, tactical, and operational levels. This article presents a framework of DM for application in companies. This proposal results from evidence gathered in the literature and in five product-developing companies. The methodological procedures consisted of literature review, field survey with a probabilistic sample (performed with ninety designers), case studies (accomplished with employees and managers of three companies), and action research (performed at the strategic, tactical, and operational levels of five companies). The findings allowed the authors to build a framework consisting of eight steps to “intend, engage, structure, and perform” the implementation of integrated design practices within companies. Given that the companies have different degrees of maturity when using Design, the framework can also be used flexibly according to the profile of each organization.